Starbucks reopened a flagship store in Italy, breaking news in coffee field. Starbucks, once heavily beaten by Italian local cafes, made a comeback. Will it make it in the coffee kingdom of Italy?
Italians fancy coffee so much, that it’s no surprise that the coffee machine leader is based in Italy. De’longhi founded in 1902 by the De’longhi family has turned 116 years old.
In 1979, its acquired Supercalor, a heating appliances maker.
In 1985, Delong first tried to introduce the household appliance Sfornatutto.
In 1986, the company acquired Elba, manufacturer of stand-alone cookware and built-in ovens and stoves.
In 1986, the company acquired Radiators, maker of circulating water heating units applied to central heating systems.
In 1987, the company acquired Ariagel, air conditioners maker.
In 1986, Delong developed Pinguino, a portable, ready-to-use air conditioner targeting families around the world.
In 1987 Delong launched the Friggimedlio electric fryer.
In 1989, the company acquired Vetrella, floor care product maker.
In 1992, it rolled out the first putter vacuum cleaner Colombina
In 1994, Climaveneta joined the Delong Group.
In 1995, the company acquired Simac Micromax, manufacturer of laundry ironing products and food processing appliances.
In 2001, Delong Group was listed in Milan, Italy.
Meanwhile, Deron set up branches in major countries in Europe and other continents, including Delong USA (1988), Deron France (1990), Deron Holland (1993), Deron Germany and Deron Japan. It also established the Deron Moscow Office (1995), Delong Shanghai Office (1996), Delong Canada Office (1997) and Delong Belgium Office (1999).
In 2001, the company acquired the famous British small household appliance brand Kenwood and Kenwood’s Ariete brand. After the acquisition of Kenwood, De’Longhi began to use Kenwood’s manufacturing base in Qingxi, Dongguan.
In 2012, the company acquired the Braun brand’s permanent license for small appliances from P&G, while P&G still owns the Braun brand.
At present, Delong Group has 4 major brands:
De’Longhi, Kenwood, Braun, Ariete
The product lines of the four brands are as follows:
High-end brand De’Longhi, ranked first in the field of high-end coffee machines
Braun brand small appliances, lead in the global handheld mixer industry.
Mid-end small appliance brand Kenwood .
The middle- and low-end brand Ariete, has the product line as follows
The DeLonghi Group currently enjoys yearly sales of approximately 2 billion Euros and sales of approximately 1.3 billion Euros in the first nine months of 2018.
Its current market distribution: 12% in Germany, 11% in North America, 10% in Italy, 8% in Russia and CIS, and 4% in China.
Its business distribution: coffee machines 46%, food preparation/cooking products 31%, and Confort, home care 23%.
Except negative 2-digit growth of Dolce Gusto products, the Group’s coffee machine businesses are growing favorably. Businesses contribution: Full Auto 25%, Pump Machines 5%, Capsules Machines 13%
In food preparation/cooking products, kitchen machines 9%, food processing machines 3%, blenders 7%, and other kitchen products 12%.
In the Confort/Home Care product line: Confort 13%, home Care 5%, and others 6%.
In terms of human resources, 8,396 people are staffed, including 5044 blue-collar workers, 2990 white-collar workers, and 101 senior managers.
The financial data for 2016-2018 is as follows
